How brands boosted their approach to sustainability on World Environment Day


According to the latest American Express Trendex report, Indians are serious about leaving a positive impact on the planet. While 97% of consumers agree that all products should be environmentally friendly, 96% think about the impact on the planet when making purchasing decisions. Additionally, 98% of respondents want to spend money on products that can create low-carbon communities around the world. And as a result, brands have also started to take their sustainability promises seriously, whether to the environment or to society. On this Environment Day, several brands reinforced their environmental sustainability promises through meaningful campaigns, product changes and grassroots work that can ensure a healthier and more sustainable future.

bigbasket, one of the country’s largest online supermarkets, has announced that it has become India’s first brand to offer package-free home delivery of fresh fruits and vegetables.

Seshu Kumar Tirumala, national sourcing and merchandising manager at bigbasket, said, “bigbasket is a brand with a multi-dimensional approach to sustainability. We have observed how much single-use plastic is used in fresh food packaging, and by eliminating it, significant damage to the environment can be avoided. We have launched unpackaged fruit and vegetable delivery in selected locations. Going forward, we will gradually increase the coverage to make it pan-Indian. As we grow from year to year, we are focused on expanding our efforts towards sustainability in every way possible. On World Environment Day, we are extremely grateful to our customers who have supported bigbasket’s journey and our green initiatives.

Watchmaker Titan, meanwhile, has launched its “Titan Solar” collection consisting of three elegant timepieces made from eco-friendly and recycled materials such as vegan leathers and recycled brass.

Some brands also involve their consumers in their efforts towards environmental sustainability. While HDFC Mutual Fund, as part of its #NurtureNature campaign, has announced that it will plant a sapling for every SIP registered online in eligible equity and gold-based programs (between June 1 and June 10, 2022), Hyundai is encouraging its customers to opt for the dry wash option while having their cars serviced at Hyundai Service Centers as part of the “Save Water Challenge” campaign. Additionally, a free PUC (Pollution Under Control) check will be organized for cars visiting Hyundai workshops across India on World Environment Day – June 5, 2022.

Additionally, Tetra Pak and Reliance-owned Milkbasket have teamed up to help consumers recycle their used beverage cartons through the Milkbasket app. Consumers can simply opt to have their used milk cartons picked up when placing their orders and the delivery agent will bring the packs back to the central hub.

Supporting Yatish Talvadia – CEO and Founder, Milkbasket said, “Milkbasket’s digital buying customers are sensitive to the need for sustainable practices. When they see such initiatives, they naturally respond enthusiastically to support the efforts of Milkbasket and Tetra Pak. We are very happy to be part of this recycling program and are happy to play our part in ensuring that these used cartons can continue to serve society in the form of new and useful products.

Ashutosh Manohar, Managing Director of Tetra Pak South Asia, added: “We are very pleased to further expand the used carton collection and recycling network through this unique partnership with Milkbasket. Recycling is a key enabler of environmental sustainability and as an industry we must continue to strengthen the ecosystem to make recycling sustainable. Consumers are the catalysts whose participation is key to recycling success, and we hope they will make the most of this opportunity.

Alongside these action-oriented initiatives, several brands have also launched inspiring campaigns.

Disney Star created a movie called The Lung Test, aimed at raising awareness about air pollution.

“Habits get worse over time and have great results. But if our habits have negative results, the consequences are just as significant and unpleasant. With decades of liberal and uncontrolled use of fossil fuels – mainly because vehicles – every puff of air damages our health. This is the current state of our environment, especially in cities. And sadly, it is our children who are most affected. A WHO report from 2018 indicates that children absorb up to a third more air pollutants than adults simply because they breathe faster, so one can only imagine the devastating impact of air pollution. One of the simplest solutions to reduce air pollution is to change our habits and drive one day less per week, in order to give the future generation a healthier life today and a better future,” said cleared the network.

WOW Skin Science continued its #WOWGreenHands initiative by shipping packets of palak seeds with every purchase of WOW products from the brand’s website. The brand also launched the #PalakKePakode campaign to spread the message further.

Tata Tea has launched the latest edition of #JaagoRe, aiming to raise awareness for a cause that is the most defining crisis of our time: climate change. Created by Mullen Lintas, the new TVC also brings back acclaimed actor Pankaj Tripathi who was part of the very first Jaago Re communication.

Cooler brand Symphony Ltd has also launched a heartwarming digital campaign to raise awareness of the need to protect and conserve our planet.

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